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Brand & Business: South China Morning Post ramps up on consumer intelligence; rebrands commercial business to “SCMP Advertising”

SCMP aligns digital innovation with an insight-first approach to deliver impactful marketing solutions to brands across APAC

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HONG KONG — The South China Morning Post (SCMP) announced today that the Advertising and Marketing Solutions team will be rebranded as SCMP Advertising to emphasise and strengthen its focus on digital innovation to help drive impact for brands and partners.

SCMP’s digital transformation has earned the news publisher a strong reputation for innovation and the rebranding is part of a strategic initiative to align its advertising business with its well-established digital expertise to empower clients with tools that deliver more effective and efficient campaigns.

The rebrand solidifies SCMP Advertising’s position as a leading insight-driven brand partner committed to driving client success across APAC, after being the first news publisher in Asia to launch a first-party data platform in SCMP Lighthouse and brand suitability tool in SCMP Signal. These digital tools have garnered positive feedback from clients who can look forward to new and updated features when SCMP launches their next iteration this year.

“SCMP Advertising’s rebranding reinforces our legacy as a trusted partner that works with brands to make an impact with readers. This is a significant step in our evolution that showcases our commitment to industry innovations that drives performance and our commitment to our clients,” said Elsie Cheung, SCMP’s Chief Operating Officer.

SCMP Advertising’s mission is to help brands and partners to make an impact with readers seeking to understand global issues from an Asian perspective. SCMP’s expanding international audience has allowed advertisers new opportunities to connect with globally-minded readers, making SCMP Advertising the news marketing partner of choice across the APAC region with a reach of nearly 51 million monthly readers globally. SCMP Advertising connects thought-leading editorial content with brands across print and digital media platforms and develops leading digital marketing solutions, and runs campaigns that deliver results.

SCMP Advertising offers a comprehensive portfolio of integrated offerings with 360-degree multiplatform coverage and campaign effectiveness. In addition to its first-party data platform, SCMP Lighthouse, to support its clients with purposeful intelligence that delivers more effective and efficient campaigns to highly-targeted audiences. At the same time, SCMP holds brand safety as a top priority and has developed the publisher-built brand suitability tool SCMP Signal to ensure partners’ messages are placed in the optimal context. SCMP Advertising’s offerings include its award-winning brand-storytelling team Morning Studio which continues to give leading clients across APAC a voice through bespoke content marketing solutions.

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